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Marketing Manager Prestige


Amsterdam, Netherlands

Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine categories. These brands include Smirnoff, Guinness, Baileys, Johnnie Walker, Captain Morgan, Tanqueray - to mention a few. Diageo is a global company, with its products sold in more than 180 markets around the world.

Diageo Reserve is the luxury division of Diageo, a multi-award winning portfolio of fine spirits rich in heritage, craftsmanship and innovation, which includes brands like Johnnie Walker Blue and Gold, Talisker, Ciroc, Ketel One, Zacapa, Don Julio, Tanqueray Ten and BULLEIT. Diageo Reserve is a critical strategic pillar for Diageo and is led by a highly talented and specialized team based in Amsterdam. The Reserve team breaks new ground and is trendsetting, is expert in luxury and has the right portfolio at the right price and delivers a runway to the luxury consumer around the world.

The role
This role will deliver a robust consumer marketing strategy that will drive consumer experience and recruitment across private sales, digital, specialty & traditional retail channels, as well as feed into trade practices. While we have had some early success with a number of models that generate a sizeable NSV with strong financials, we are currently operating with varying processes and standards through Market led approaches. It is critical for this role to review existing practices from a global lens and properly build global marketing strategy with the ability to be adopted and adapted globally according to local regulations and needs.

Top Accountabilities

  • Feed into 5 year Prestige plan and own the annual activity calendar for consumer engagement to include: marketing communication, events, cultural focuses to be developed and adapted with/for individual markets aligning with internal stakeholders across the business. Work with brand teams to align calendar with product launches and PR plans.

  • Develop Prestige experiences and events (e.g. Sensory profile, Whisky Cellars, visits to distilleries, international events etc.) and create toolkits, blueprints and any other necessary materials to launch these in Markets.

  • Design Merchandising guidelines and hospitality assets for private sales and rituals for the before-during-after of each sale to build long lasting consumer relationships

  • Support Markets in delivering bespoke solutions for VVIP clients, liaise with Brand Teams/ ISC and make recommendations

  • Develop digital strategy for Prestige in line with Diageo Digital Centre of Excellence.

  • Establish Marketing Partnerships to drive traffic, recruitment and awareness amongst the right consumers to different distribution channels, including specialty retail, private selling venues, pop up activations.

  • CRM System Development and training/ roll out. Develop compliant data capture cards and management solution (based on country regulations, languages) tools working with GDBS. Ensuring salesforce is updated correctly.

  • Run Mystery shopping/ Customer Insights initiatives (feed into the development of all sales tools/ solutions including 365 Essentials)

  • Align with Prestige PR Strategy and yearly planning

Qualifications and experience required

  • A creative and motivated individual with more than 7 years working experience with a background in Marketing

  • The individual must have worked in a highly innovative, problem solving operating environment. There is a high degree of independence required in this role which requires the individual to have strong decision making skills.

  • While the role is not expected to have any direct reports, it will be critical an ability to have productive relationships with internal and external stakeholders

  • Experience working with luxury products and direct to consumer channels

  • Experience developing marketing and digital strategies

  • Background in luxury spirits is preferable

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